THE CRUNCH
Netflix is rolling out a new "AI Discover" tab on its TV app, where the company will trial AI-powered ways of finding something to watch. The first experiment offers recommendations grouped by themes such as "Something Light", "Family Movie Night", "Quick Watches" and "Scare Me", each shown with a relevant clip. Themes reflect your mood, who you are watching with, how much time you have, or what is new and trending.
Once you pick a theme, Netflix shows matching recommendations that you can narrow down with more specific themes, refresh entirely, or reset with a "something different" option. Each title has a "Tune Your Recommendations" button so you can save suggestions you like or tell Netflix never to suggest a title again. The app remembers that feedback, and Netflix says the feature runs on "a new intelligence layer" that responds to what members tell it in real time and keeps learning.
The tab appears as a "Discover" button with a red gem icon in the top navigation bar. It is gradually rolling out in the US to members who use Netflix in English on supported TVs, with wider availability planned in the coming weeks. It will not appear on kids profiles, according to Variety.
Netflix frames AI Discover as a test kitchen: feedback will decide which features graduate to the main Netflix experience. It is also the latest in a long line of discovery experiments, from the shuffle play option a few years back and an OpenAI-powered chatbot tested during last year's redesign to the chatty Max tool over a decade ago.